The word Zeenat is indeed used, but again that is personal interpretation. Zeenat literally means adornment, which is something worn over as a decoration.
You're interpreting this as the woman is ordered not to be beautiful in public, however its literally written not to wear adornments infront of anyone except your husbands or related men.
In the same Ayat at the end it says not to stamp your feet loud enough so that your zeenat can be heard by others. Signifying that it means you are not supposed to wear some sort of Ghungroo type ornament.
The word zeenat is used three times in the Ayat, don't selectively read.
---------- Post added at 04:40 PM ---------- Previous post was at 04:37 PM ----------
I forgot to add, the first time the Ayat uses the word Zeenat it says do not show your zeenat except for what is apparent.
If face is not apparent then we have a very different definition of a the word human being. Hair to some women is apparent too.